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Essay- Impact of internal and external analysis in strategic management and current
sustainability impact due to COVID-19

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Organizational sustainability refers to using leadership, global insights for challenge faced by the
organization. COVID 19 an infectious virus that is caused from coronavirus declared as
pandemic in March (WHO, 2020). It has impacted the world causing loss of business,
uncertainty in the environment. This essay highlights the importance of internal and external
analysis in process of strategic management and its impact on sustainability in the context of
volatility due to COVID 19. Corporate governance for strategy formulation by the board
members will facilitate management. The impact of COVID-19 on the world economy has been
significant has profound impact on corporate social responsibility. Shift in consumer demand of
the product and consumption and wellness of stakeholders are prime changes that has positive
impact on CSR objectives of the company.

External and internal analysis are primary step in strategic management process. Development of
strategy consistent with goals will help in navigating uncertainty and provide business
prospective to the organization. Scaling and encompassing leaders will develop the creativity in
the organization. Contingency theory is a fit between external environment and the firm. The
electronic commerce activities. Environment scanning and strategic planning and decision
making and resource allocation as part of environment scanning. Technological integration and
innovation will help in COVID-19 for economies of scale.

Internal analysis looks at wider business environment as part of business functioning and
operations. External analysis such as PESTLE identify external threats and opportunity for
business assessment for sustainability. SWOT as internal analysis help in identifying current
strength and using the same to overcome weakness and managing business enterprises. The
identification of competitive rivalry, and government regulation. The business uncertainty and
unprecedented situation has caused business to pivot and sustain its operation. The use of
technological advancement for business will help in leveraging advantage for business
opportunity assessment and environment analysis to assess the favorable and non-favorable
environment. Internal analysis is important for supplier network, business ability to use existing
resources. Volatility and uncertainty stems from high magnitude impact that will be long term
for all business operations. Agility with maintaining organizational demand through aligning
business operations ensure recovery for business operations. Company can establish its strategic
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based on its external and internal analysis. Understanding industry attractions through five force
model will help in business strategic exist from loss making operations and entry in sub optimal
business line. Business activities, legal and environmental support has risen post COVID with
consumer awareness and shift to digitisation and sustainable operations. Understanding core
competence is crucial for organization to develop product and services for managing business
position for the industry. Emergence of business competence is impacted due to COVID 19 with
impact on supply chain network and social distancing norms that have made business unviable.
COVID 19 has led to adaptive risk management for business operations.

Adopting to sustainable business practice will promote superior performance for both market and
environmental perspective. Business profitability is the end product of business objectives by
the firm. Following ethical conduct will ensure firm’s non-reliance on business prospect for
managing operations. Option as outsourcing and offshoring present lucrative cost cutting
operation but simultaneously leverage risk on the ethical conduct. CSR practice of triple bottom
line will reduce operation inefficiencies. Corporate sustainability depends on the effectiveness of
the firm action to industry level organization. Organization capability in developing organization
contingency fit for firm performance assist in determining strategy for expansion, diversification.
Firm external environment is characterized by organizational performance. Developing on fit
single strategy is not significant as volatility and consumer demand is wide and differentiated.
Company strategy formulation on market feasibility and business scale and growth is determined
in the operating structure ad variable factors impacting its business continuity. Societal impact
such as demographic changes and adaptability will require firm to train employee and
development market fit and reassessment and allocation of resources. The ongoing pandemic has
led to change in structural income and business value chain through optimizing top management
decisions. Selling of loss making strategy and buyout and retrenchment are part of the extreme
measures to consolidate operation and for business continuity. The dominance of e-business and
power of internet has transformed business reach to global level with internet as connectivity and
speed by offering medium for distribution channel will increase for resilience to uncertainty.
SWOT analysis is identification of company internal strength and weakness on understanding
competitive landscape. Pricing brand core activities assigning on resource gap. A company
having strong employee skill set can utilize its weakness or diversification through using
capability gap for innovation Target market identification will help firm in strategic management
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process for mobilizing resources known vulnerabilities and risk. The assessment of technological
forces impact business practice due to economic fluctuations. Interest rate, recessionary
environment possess decline in consumer spending. Business has to comply with regulator
environment for operations with advertisement, distribution and licensing. Business structuring
and changes on country analysis will help in utilization of resources for market expansion, entry
strategies. Porters five force analysis in industry lifecycle will help in restructuring company to
maintain the company lifecycle. Market attractiveness through five force model is important for
company innovation, pricing strategies and product portfolio mix as part of external analysis
(He, 2015). It act as powerful response against distribution channel, market size and consumer
loyalty for product assessment in the industry.

Business growth strategies are determined on area of operations, business synergy and company
effectiveness for growth prospects on business objectives as trend in the industry. COVID 19 has
largely resulted in suspension of operations and impacted all sectors with drastic revenue loss for
hospitality, aviation and retail industry. Strategic management cannot be implemented without
classification of internal and external analysis. Triple bottom line of sustainability for integrating
of people by defining purpose empowering stakeholders. The impact of COVID 19 has resulted
in integrating sustainability in every day operations for community benefit from “business as
usual”. Business integration for growth is characterized for identification on horizontal, vertical
and strategic alliance for operations. Company transformation and structuring for alliance for
capital infusion and using company s strength to advantage as strategy is win-win situation for
both the enterprise. Unrelated expansion in risk taking and expansion creating lack of flexibility.
Company scope and expansion for design, software, manufacturing can be strong as part of value
chain with ecosystem to bind the customer. Business expansion based on BCG analysis for
company products will estimate the relative market share and discontinuing product. Company
comparison on product shows product experience curve. Assessment for questions marks shows
product rebranding and failure to maintain product growth will relative market growth. Business
effectiveness and responsibility of stakeholders are critical as stakeholders of company. Agency
problem relates to company stakeholders failed to act in best interest of the firm. Short
sightedness in operations by business stakeholders need to business operation such as
diversification for increasing revenue. According to Motohashi (2015) states performance of
management and successful implementation is related with aligning business goals with those of
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shareholders. Customers, supplier, government body investors have regulatory and business
interest in company operations. Ethical considerations integrates external and internal
stakeholders to create productive organization. Management ethics reinforced by management
will create organization by decision making process. Applying utilitarian approach of ethics and
apply formal codes of conduct and maintaining society perspective will sustain firm as a socially
responsible firms.

Use of competitive advantage and use of internet as distribution model will develop global reach
of the product. The industry trend for organization aim to quantify factors by establishing
industry control. Favorability of location by capital requirements will help in designing price,
product differentiation as supplier threats will inflate cost and availability of product assembling
in the market. Internal analysis impact high degree of consolidation that requires change in
process, with firms developing risk management plan and developing robust communication
strategy.

The Australian economy is growing at a stable rate and this has given new business as an early
sign. The low cost set-up is a boost for establishing office in Australia .The tenant occupancy and
openness to flexible work environment will assist for thriving of new in the suburbs of the
Australian region. Companies had survived recessionary environment of 2008 which shows its
dynamic outlay under worsening economic conditions. Intense competition from existing players
.The Company has direct competition in tenant and unique user added .Privacy relating to data
security are major concern due to shared space environment which had been showing uncertainty
in market. Product lifecycle realtes heiurcs lifecycle which a product go through from the stage
its introduced till its decline. It is in it’s introductory stage where it is developing services for
expansion and growth but may suffer loss due to pandemic (We forum, 2015). The business
model by high uncerainity and high loss focus on fuel which has led to fall ind demand. Its
occupants are mostly working in digital remote work which eliminates use of paperwork .The
companies practice are in line with environment protection guidelines by Australian government.
The two literally source discuss the impact of Artificial intelligence in transformation of the
world with respect to work. It provides shared co-working office space for companies across the
globe with tailored specifications for workspace properties. The company is growing with
expansion in 16 countries and has outlay under worsening economic conditions .The aim of this
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report is to provide analysis of the company s where the report will assess companies business
strategies. The report will highlight its business matrix for expansion in Australia and worldwide
current business outlook. , each of the companies is focusing on formulating competitive
strategies that are able to cater the needs and wants of the customers along with which these
strategies are also able to ensure that the company is able to gain a competitive advantage when
compared to its major competitors. In this respect it is to be considered that both these
promotional means are not substitute of each other. In fact, these can be used collectively by a
company to add value to the promotional strategies. The historical data inferences can be used
for identifying for non-inclusion and preliminary data examination. The research shows defined
in the data collection by collection through the primary collection measure for conducting
research to get analysis by the payroll problem undertaken. The research is considered as an
investigation for finding practical solutions for the research design.

The major drive for business is through recession that shows uncertainty. It has discussed about
the term social media uncertainty where as per the airline marketing is considered to be the use
direction where the major COVID pre era has also provided for the views in addressing the
impact of above the line assembly tools for a company where as per the author, the use of such
tools helps the company to be competitive and at the same time ensure brand awareness. The
high risk low measure is equal to low sympathy that can therefore be considered as plan that
specifies the broad assumptions that are to be taken in the research. In this respect, there are two
major types of research approaches that includes the deductive approach and the inductive
approach for understanding as it will help in managing human machine interactions as future
measure shown in case. The decision support system through AI will help in understanding the
application in research in data calculation and better evaluating of actions and closure of plants
with this aim in mind, the companies have also (Lynch, 2019).

Reference
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Chernev, A. (2018). Strategic marketing management. Cerebellum press.

He, Hongwei. & Harris, L. (2020). The impact of Covid-19 pandemic on corporate social
responsibility and marketing philosophy. Journal of business research. 176-182. DOI:
10.1016/j.jbusres.2020.05.030

Lexis Nexis. (2020). Macro environmental analysis. Retrieved from

https://internationalsales.lexisnexis.com/glossary/compliance/pestel-risk-monitoring

Lynch. (2019). Strategic management. Person education is limited.

Motohashi, K. (2015). Global business strategy – Multinational corporations venturing into an

emerging market. Springer publication

WHO. (2020). CORONAVIRUS. Retrieved from

https://www.who.int/emergencies/diseases/novel-coronavirus-2019

Weforum. 2020. How the great COVID-19 reset can help firms build a sustainable future.
Retrieved from https://www.weforum.org/agenda/2020/05/the-covid-19-reset-sustainability/